10 Tips for a Successful Games Marketing Strategy
- Von: Mag. Dominik Mikulaschek
One of the biggest industries of all is the gaming industry. In recent years, it has grown on a broad scale and the forecasts for the future are also good. While renowned and well-known platforms such as Casino777 are already very well known, indie developers in particular are finding it difficult to gain a foothold in the mass of games. However, this does not mean that it is impossible to sell your own creative game creations. The following 10 tips are perfect for a successful games marketing strategy.
Gaming as a service – finding the right form
Before you market your game, you need to be clear about the type of publication. The classic is GAAP (Gaming as a Product). With this type of release, you sell your game as a finished product. The player buys it, plays it and you are no longer tied to it. However, many indie game developers now rely on GAAS (Gaming as a Service), which involves more work but also strengthens the collaboration between you as a developer and your community. GAAS means that you release your game in drips and drabs. With new content, updates and new possibilities, you are constantly bringing it back to the market and expanding the community.
Clarify the financing of your game
A so-called “triple AAA” game is the highlight of the gaming industry. This refers to well-known titles from high-ranking publishers that generate astronomical sales figures due to their popularity alone. The budget is immense, but you don’t need such high capital for an indie game title. If you are unable to raise the funding from your own resources, a crowdfunding campaign can help you to raise the necessary money. Such campaigns are financially supported by interested investors and this is how you can raise the money for your idea.
Producing for a specific target group
There is no one game for everyone, so you have to focus on one target group. You can then align your marketing with this target group and thus save costs. If you invest in campaigns that reach the wrong groups of people, you are spending unnecessary money that you simply don’t have in the early stages. Who do you want to target? Retro gamers celebrating the revival of an old genre? Modern shooter players who want high-end graphics and maximum action? Or the casual gamer who passes the time with your game? The more appropriate the target group, the better you can adapt your marketing.
The right sales platform is crucial
Today you have many options for distributing an indie game, but as a new developer you have to decide on the right platform. Keep in mind that console gamers rarely mingle with PC gamers and vice versa. If you are creating a classic casual game for families and younger people, console gamers are often the better target group. The Playstation Store, for example, would be your choice. If, on the other hand, you are launching a game for real nerds, you can usually reach PC gamers more easily. The advantage here is that you can market your game via Steam. The games platform supports numerous indie developers with development opportunities and funding.
The audience and the expansion determine
An important question you need to ask yourself in the context of marketing is in which markets you want to make your game available. Should it only be available in Germany or also in other countries? Then you need to consider the right translation when programming and creating marketing campaigns. You can also only serve test markets at first and if you realize that you are well received, you can expand your sphere of influence.
Set your marketing budget
It’s not just the game development itself that costs money, but also the marketing. Low-cost measures are important so that you don’t overstretch yourself financially. Set a budget in advance and see what you can achieve with it. Despite all your hopes, you cannot know whether your game will really be successful in the end. If you market it too expensively, you may never recoup the costs. Therefore, determine your limits and if you exceed them, rethink your marketing.
Use social media for your marketing
77.9% of people between the ages of 16 and 25 use social media, which makes it indispensable for your marketing. The advantage for you is that social networking is inexpensive or even free. On platforms such as Facebook and Instagram, you can address the right target group directly with ads campaigns. You can generate reach very quickly with innovative video clips on social platforms such as TikTok. Modern marketing is hardly conceivable without social media, especially not in such a modern industry. Your target group doesn’t watch TV at 8:15 pm or read about new games in the daily newspaper.
Checking the success of marketing
Once you have launched your campaigns and started your marketing, monitor the success. There’s nothing more annoying than spending too much money on a project that ultimately doesn’t benefit you. However, the more different channels you use, the more confusing the whole thing becomes. It is therefore always worthwhile for you to add more channels bit by bit. If you start with an Instagram campaign and realize how high the growth is, you can add a Facebook campaign and pay attention to the changes.
Guerrilla campaigns for more attention
If you want to reach your target group in an innovative and special way, use guerrilla strategies. These are low-cost advertising campaigns that generate a lot of attention. Walking through the city center dressed up as the main character of your game will only get you regional attention. However, spreading exciting and curious videos on social networks in disguise can also get you a lot of attention. The more eye-catching the better, the costs for effective guerrilla marketing are extremely low.
Stay in touch with the community
Especially if you distribute your game as a GAAS, constant contact with your community is helpful. You will hear criticism, receive error messages and get frustrated at some point. But it is precisely this harsh criticism that drives your project forward. Games like Stardew Valley, which were produced in-house, are now among the biggest and best-known games on multiple platforms. Criticism rained down here too, but it’s worth sticking with it. Communicating with your gamers is also a form of marketing.
